Meet the 'professional cuddler' who has clients queueing up to pay £75 - for an hour-long hug. Trevor Hooton, 30, who goes by 'Treasure' set up their business several months back - which offers 'cuddle therapy'. Treasure, who is based in Bristol, charges £75 for an hour-long cuddle session. Their business, 'Embrace Connections' also offers other services including 'connections coaching' to help people struggling to build relationships with others. Treasure explained what they offer is more than just a hug - it's about "pouring care, affection and goodwill into someone through touch". They admitted not everyone understands exactly what his business offers - with some even mistaking it for sex work. But they say professional cuddling is not as novel a concept as it seems, and reckons everyone should consider it. Treasure, who is originally from Montreal, Canada, said: "I built a business based on my passions for building human connections. "Many people struggle to make those and that's where I step in - it's more than just cuddling, it's giving people the things they need, whatever that might be. "With cuddle therapists, you're hiring their time, attention and care. It's more than just hugging a stranger. "Some people do find it a little awkward at first, but that's totally normal, and they quickly feel comfortable. "People should ask themselves 'if you could have an hour to do nothing but feel cared for, supported and loved, how would it make you feel?'" Treasure first began looking into the science behind human connections ten years ago, and they found it fascinating. But it wasn't until last year that they began working to turn it into a business, which they launched in May 2022.